When we were in the early stages of putting together Storybook Foundry, I met with everyone I could think of to get feedback from those who might use our products and services. I got great feedback: “that’s so needed” was a phrase I heard over and over.
Then, I had coffee with someone who now is a VP of a multimillion dollar nonprofit. He brings varied experiences to his current position and is one of those ‘gets things done’ people. I was excited to hear his ideas about markets, efforts, and products that I hadn’t dreamed up yet.
But that’s not how the conversation went.
I explained what the Storybook was--a collection of templates that were easy to use that allowed nonprofits to get everyone on the same ‘page.’ That unlike other consulting, there was an option for nonprofit leaders to do the majority of the heavy lifting themselves.
His response: “I’d just pay a marketing firm a couple thousand dollars to do that. I don’t have the time or interest in doing it myself.”
While I’m sure he meant to be helpful, it about killed me to hear that.
Because I heard, “This idea is crap. No one is going to want it.”
It didn’t help that at this moment in the process, we had hit other roadblocks and it felt like the business would never get off the ground. I’ll be honest, we almost threw in the towel.
But now this conversation is an important part of the Storybook Foundry story. A turning point, even. This moment of criticism has become a sentiment that has helped Storybook Foundry hone its mission.
The reply to “I would just hire a marketing firm for a couple thousand dollars” is:
“You’re right. YOU would do that. But there are so many organizations out there that are running on shoe strings. Organizations with only several part time staff, that rely on board members to write press releases and annual appeals because they don’t have a marketing or development department. And there aren’t nearly enough things out there to help these scrappy nonprofits compete with organizations that have more at their disposal. And THAT is where Storybook Foundry comes in.”
I now know I was talking to the wrong audience. Our clients aren’t multimillion dollar organizations. Our clients are organizations with $50,000-$250,000 budgets. Our clients are nonprofits that are scraping together $2,000 for a development consultant that want to get the most out of their investment. Our clients are those who don’t have a marketing firm on retainer.
I now know that what felt like a blow was actually an affirmation we were on the right track.
What have you learned your organization isn't and how has that helped you define what you are? Share your thoughts in the comments below.
And if you haven’t thought much about it, give our Words to Avoid template process a try.